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i do not like this. his first television interview since his company stock suffered a terrible fall. the founder of facebook, mark

>> democrats like to drink rum and tequila. >> republicans like sam adams beer. >> have you noticed how much is gluten free. tonight the food hype sweeping the nation and why watching football on tv may never be the same. that and more as "rock center" gets underway. >> good evening and welcome to "rock center" tonight. about last night they now estimate 67 million of us

watched a very energized mitt romney cruise to a consensus victory over president obama in their first of three debates. this now throws something of a change into the race and this only focuses more attention on the big and ongoing fight to swing those remaining undecided voters. they number about 5% of all voters. they take up 100% of the efforts of some of the campaign teams who have to find them and then hook them as harry smith recently saw in the critical state of north carolina. >> reporter: republican volunteers canvass in the neighborhoods of raleigh, north carolina. >> how are you today? >> reporter: this is real retail politics, the ultimate neighborhood watch. >> mitt romney. >> obama. >> thank you for your time. >> reporter: the grueling day by day search for the most important person in this election. the undecided voter. >> another double.

>> reporter: and we found him. he's george manukus. >> you are aiming in the wrong direction. >> reporter: george is a registered independent who voted for john mccain four years ago but is still on the fence. the candidate who wins his vote and others like him will win the election. >> you know you are the most important person in the country? >> i like to think so. >> george is a serious consumer of political news and has been paying very close attention to the presidential race. >> i see the negatives of both. i see the positives of both. >> reporter: because george lives in north carolina, a swing state he has been inundated from propaganda from both parties. in north carolina alone, an estimated $50 mlt is spent to reach the 6% of undecided voters. >> thank you for your time.

>> you get a lot of political phone calls here? >> i'm on their speed dial. >> i'm calling about the president obama election in november. >> can mitt romney count on your support? >> the phone rings all the time? >> yes. >> mailbox full of. >> full of political literature, yes. >> do you look at any of it? >> not much. not much. >> reporter: and then there are the tv and radio ads, a barrage that knows no limits. behind the ads are people like will who know just about everything there is to know about republicans and democrats and people in between. his company national media dissects nation-wide surveys. to him voters are consumers and picking a candidate is little different from deciding what car to drive. his bubble charts tell the whole stories what republicans like on

the right. what democrats like on the left and the independents in the middle. >> what is a republican drive? >> an american-made automobile or suv. >> what does this rock red republican like to drink? >> sam adams which we like to think because sam adams was such a patriots and opposed big government. maybe that's why republicans like to drink sam adams beer. democrats like to drink vodka, rum, tequila, sauvignon blanc would be predictive of partisanship. >> where does the republican eat dinner? >> applebee's and ruby tuesdays but not tgi fridays. >> he knows what you drink and what restaurants you eat in. >> and how i'm going to vote before i do. >> it's scary.

>> absolutely. yeah. >> reporter: and he knows what we watch. armed with that kind of information, the parties can plant their ads in the places that will most likely yield a harvest, that all important bubble of independents and undecideds. >> in north carolina -- >> we looked at the partisanship of the weather channel and is it in the middle. >> reporter: that goes to local tv. will predicted what stations george watches in raleigh, nbc 17 and kral. >> i watch nbc 17 and wral. >> you learned a lot about who your constituency is. >> too much sometimes. >> the ads pile up and the phone keeps ringing. most of it targeted at george, who insists the debates will be the most important factor in his decision.

and as for those carefully placed political ads? >> it's lost its effect on me. >> you are tuning out? >> absolutely. >> the one factor george cannot tune out is his wife voula. she is voting for president obama and may have more influence annie political argument. >> we know each other pretty well. i know what goes in one ear and out the other. >> isn't there anything you can do to recruit him over? >> there there is a lot. >> she won't do that. >> we won't repeat that. cut, guys. >> a jersey girl identifyibilty to me. two things here. who is undecided? what larger, more diverse choice are you waiting for. have you been in touch after the debate? >> george, his problem going in

is he said i don't think president obama can work with congress or that romney has a plan. we talked this morning and george is leaning toward governor romney. he was impressed last night but he is still undecided. >> harry smith with the wild and woolly chase for the undecided out there. looked like you had a good time at their house. >> i would happy to go back. >> we should revisit after the election. we have more coming up including the simple question what is the deal with gluten all of a sudden? we'll look at why now. but next, he's worth billions, wears the same t-shirt every day and has his hands full in the big boy role of ceo. tonight matt lauer talks to mark zuckerberg. >> do you think the employees are comfortable to walk right up to you and say, excuse me -- what do they calm you, mark? >> mark. >> are they comfortable to come up and ask you questions? >> no one calls me mr.

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welcome back. as you may have heard the news out of facebook corporate headquarters tay they have reached 1 billion users worldwide. that comes out to one in seven people on the planet. they like to measure in billions at facebook. the company value, the net worth of founder and ceo, mark zuckerberg and sadly, lately the losses since their stock went on sale and some investors are suing facebook about it. there was a lot to talk about when mark zuckerberg granted matt lauer his first television interview. >> there is a thing called swagger. we know what it is when we see it. someone walks with a swagger and present themselves with a swagger. there is an image they project. the last several months have they taken your swagger away? and is that important?

>> you know, i try to not have a swagger. so i'm not sure -- >> i don't mean in the a literal sense. i mean in the a figurative sense. >> there is a lot of crazy stuff going on. there are periods where people say that you know, we're going better than i think we're doing and periods where people say we are doing worse than i think we're doing. >> one thing that is down is the stock price. it has fallen 40% since in may. the company is celebrating its 1 billionth users but facing angry stockholders and disappointed employees. on paper, zuckerberg has lost billions. but the founder and ceo, who looks younger than his 28 years, tried to put it all in perspective. >> it's been a tough several months around here. what is morale like? are people concerned? a lot of people came here

thinking one thing is going to happen and it changed. >> yeah, i mean, things go in cycles. we're obviously in a -- we're in a tough cycle right now where that doesn't help morale. but at the same time people here are focused on the things they are building. >> but like you these people have taken a hit. when you see faces of employees here do you feel personal responsible for them. i don't mean as a ceo. do you look at people and feel like it's going to be okay? i'm going to make it better? >> well, i mean, i feel a lot of responsibility in my role. and the thing that we can do is just make sure that we're building the business and building our product to be the best they can be. that's what everyone comes to work every day to do. and people are really excited and optimistic about the things we are doing. >> but it is clear that zuckerberg feels the heat. he knows that facebook needs to find new ways to make big money fast. >> can the company make money?

i'm not a tech guy or really a business guy. and the question i ask myself and i hear over and over. if a company has a billion customers how can they not be killing it making money? >> i think it depend os on your definition of killing it. we make billions of dollars. but the future is really going to be about mobile. and the opportunities for growth there. >> have you been slow to get there? are you playing catch up a little bit in the mobile area? >> we have the most-used mobile apps. there are 5 billion people in the world who have phones. we should be able to serve more pele. >> an article i read is mark zuckerberg in over his hoodie? do you think a ceo who has more experience than you might be able to take this company to this next level and leave you to develop the products? would that be a possible strategy? >> you know, i take this responsibility that i have really seriously. and i think think that facebook

needs to be focused on building the best experiences for people around the world. we have this philosophy that building the products and services and building the business go hand in hand. >> when it comes to doing that, few companies do it better than apple. zuckerberg is friendly with apple's ceo tim cook and was inspired by apple's late founder, steve jobs. >> what was the thing that you observed about steve jobs that makes a difference in your life as a corporate executive every day? >> i mean, he was just so focused right? for him the user experience was the main thing that mattered the only thing that mattered. and i think that there is a lot that every company can learn from that. >> last weekend, apple sold about 5 million of their new iphone 5s. did you buy one? >> tim sent one to me. >> you got a freebie?

you didn't have to pay anything? are you an iphone 5 user? >> i think i handed my phone before this interview. but i use all of them. right? so i'm -- >> are you just not playing favorites here? >> if you think about it, iphone is a great platform. there are more people who use facebook on android. it's a diverse ecosystem and we build for all of the things. >> the place where facebook does its building is the former sun microsystems complex near san francisco bay. from high above you can see the word hack imprinted on the walk way and in the hacker company building you can see zuckerberg's glass office. the design of the facility is purposely unfinished and employee centric. there are mini-kitchens with 24/7 snacks and restrooms full of toiletries and you may run into the boss. >> if you are walking through

the campus here do you think the employees are comfortable to walk up to you and say excuse me, mark -- what do they call you? >> mark. no one calls me mr. zuckerberg. a lot of them are. we create an open culture. >> he is now a husband. he married his girlfriend of almost nine years. priscilla chan. >> i said i was having a surprise party for graduating from medical school. it was a small wedding with 80 people but it was nice. >> his life at facebook these days is complicated filled with meetings and travel. this week he visited russia to meet the prime minister. he appeared on a late-night russian tv show wearing that same t-shirt adistrict

attorneyed -- adistrict attorneyed with small facebook logos. >> my wife has a bunch of stuff but her drawer is scrubs for the hospital. >> you are telling me you have one drawer of a wardrobe closet? >> like men everywhere. >> i have a slightly bigger closet than that. >> mark zuckerberg has bigger issues now than closet space. his goal, he says is to continue to build the company he founded. >> are you even allowed at this stage, mark, to express any doubt or show any signs of pressure because so many people are watching you so closely and parsing every word you say so carefully? >> you know, it's funny. i've noticed that the press and the world's opinion of us really goes in cycles. i tell people, you know, you have to not believe the good things that people are saying too much or the bad things. it doesn't matter what the press

says. it matters what the people who use our services tell us and what their feedback is. >> our thanks to matt. an interesting interview. you can see more behind the scenes footage from the headquarters tonight. up next, it's like we wake up. it's 2012 and everything is gluten free and josh mankiewicz went to find out why. why are you eating gluten free. >> i think it's healthier. >> you do? >> i do. >> why are you eating gluten free? >> because she's eating it. the all-new honda accord.

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we're live in studio 3 b in rock center. coming up a look at a u.s. combat veteran who allowed us to follow him for two years. that along with the newsweek in review as we continue. do you li? why can't you guys ask good questions like this? [ morgan ] for a chance to interview an nfl player... join visa nfl fan offers and make your season epic.

welcome back. five years ago if you asked most americans they would tell you that glutens were muscles in your rear end. specifically the absence of them in gluten free products and baked goods are a $5 billion industry. there are city blocks from park slope to silver lake where all you can find is gluten-free bakeries. we needed to know, why now? why gluten? we asked josh mankiewicz. >> hot dogs. >> hot dogs. >> baseball wouldn't be the same without a hot dog and a beer. but are hot dogs and beer the same without gluten? >> gluten-free. >> reporter: from citi field in new york to coors field in denver all 30 ballparks offer gluten free food.

>> why are you eating gluten free? >> i think it's healthier. >> welcome to the american past time. >> gluten free is better for you. >> the belief there is a magic dietary bullet that can by itself change our lives, make us healthier and thinner just by eating or in this case by avoiding it. the number of u.s. restaurants with gluten-free menus rose 61% last year including the olive garden and p.f. chang's. some churches have gluten free communion wafers. this is not a fad. it's a business. >> why are you eating gluten free? >> because she is eating it. >> what is gluten? >> something in wheat i think. >> right. >> right. >> reporter: gluten is a protein

found in wheat, rye, and barley. it's in baked goods and cereals but because it's a sticky binding agent it's in soups, gravy, sauces, salad dressings, hot dogs and ketchup. some people can't digest gluten. about 1% of americans have celiac disease guaranteeing gluten carries pain, discomfort, rashes and joint pain. others are sensitive to gluten. >> why are you eating gluten free? >> wheat does not agree with me. i went gluten free and i have more energy. >> what is interesting is there aren't nearly enough people who have medical problems with gluten to explain the surge in gluten free products. >> you are on the breaking wave of something. >> i think so. general mills prides ourselves in being on the forefront of

where consumers are going and trends are going. >> reporter: dom is a marketing manager for general mills. manufacturer of cheerios, wheaties, betty crocker, and bisquick. >> we have 300 gluten free products ranging from fruit snacks to yogurt to soups and chex flavors and betty crocker. >> reporter: here at the headquarters of general mills in minneapolis one they can spot is a trend. as far back as 2006 dom and his team so you requests for gluten free products. remembering what low carb craze did for the bottom line they went into the kitchen and came out with gluten free rice chex. the darg was taking the gluten

out of the chex would be a cereal killer. they made batch after batch. the final product is close to the original. >> it's nice and crunchy. whether it is healthier is debatable. >> is there scientific proof if you are not part of that extremely small minority of americans with celiac disease or sensitive to gluten if you are not one of those people that going without gluten is health foy for you? >> there is a percentage of americans going gluten free to help them feel better and achieve their goals. >> is it a fad. there is no doubt. the market research data shows it's a fad. it's a $4.8 billion business. >> reporter: elizabeth sloan is a leading expert on trends in the food industry. >> people will buy anything in this country if they think it

will make them healthier. >> they are looking for a magic bullet. and some people think that is gluten free right now. people believe if they go to a gluten free diet it will make them lose weight. there is no scientific evidence to show that is the case. >> everybody's doing it and talking about it. >> reporter: this is the founder of the el that wellness center. >> is gluten healthy? gluten's neither healthy or unhealthy. it depends on whether your body is rejecting it. >> there are all these gluten-free products on the market and a general feeling among people who don't know much about it that giving up gluten is a good idea. it's going to make me healthier. >> if a food has a health claim on it it's probably bad for you. >> reporter: which is what encounters

encountered at the betty crocker test kitchen. it smells like a normal brownie. >> what do you think? >> i would not know. >> we are proud of the taste. >> what is done over there? gluten free celebrities have made the diet a hot trend. some pro athletes are cutting out gluten. mark sisson is a former marathoner and iron man triathlete. at 59 he looks and says he feels much younger and credits giving up gluten. >> grains are beige gallon that don't taste that great. they are a cheap source of calories. >> how bad is a diet with gluten in it? >> in my estimation gluten is poison. >> do you think that gluten is poison? >> no. in moderation for people not sensitive to it, it's fine. >> for some it's not about the

gluten at all it's just about the dough. >> it's one of the only gluten free books for children on the market. >> you follow food trends for a living. how much longer is gluten free going to last? >> from our data about two years. it's flattening out in terms of the growth rate. >> in america's never-ending quest to flatten out, that means something else will be in your cart soon. it might be healthy. or maybe it will just feel that way. >> so our taste tester. there is no difference? i have two friends with celiac who have to use this stuff. but it is all new like peanut allergies. >> no question for 1 or 2 percentage of the american public foods like this are a god send. you can have pancakes with your

kids on sunday morning where before it would have made you sick. for those people that's terrific. for everybody else if you want to cut out gluten, go ahead and replace it with one of these things you won't see a big change in your diet or your weight. much harder is to do what the athletes are doing and cut out gluten and not replace it with anything. that's what mark sisson does. >> josh mankiewicz thank you and to all the manufacturers you represent here tonight. when we come back we look at two years of hard work by an extraordinary young american veteran as we look inside the life he is living now. for someone.

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welcome back.

as of tonight we have roughly 58,000 americans in uniform in afghanistan. it's a privilege to have been over there and seen them in action. it's america's longest war and yet it's still frustratingly isn't quite real for millions of american families who have no direct connection to it or any of those who volunteered to serve. richard engel has spent the better part of this last decade covering our foreign wars. tonight you get to meet one of the young veterans he met along the way. it's was on a battlefield when he met sergeant louis loftus. tonight he completes his story. when he came home, sergeant loftus opened his life to us. >> reporter: this was a familiar scene in 2010. a memorial service for a soldier killed in one of the most --

places in southern afghanistan. so dangerous that as we made our way back from the memorial -- the taliban attacked at close range. the members of the 82nd airborne were caught off guard and moved quickly to retaliate. >> one soldier has been injured. >> reporter: in the middle of the battle was louis loftus. he took up a gun and helped repel the taliban assault. this was life for sergeant loftus and members of his bring grade. >> move your team around and try to get to the intersection. >> reporter: louis dreamed of serving in the military and he was the team leader of foot patrols through farmlands littered with bombs. but the deployment was taking its toll. when we asked about the fallen soldier, the stress and pent up

emotions poured out. >> i'm kind of numb to it. to be honest i don't really feel much. i pray for his family and his soul that you know -- i try not to think about it. because when you think about it, then i get like this. and it's not -- you know, i don't -- yeah. so -- yeah, you know, everyone deals with it in their own way. i try to hide it. i try not to think about it. because i got the stay 100%. you know, i got to keep a good example. in front of the other soldiers. >> reporter: this was sergeant loftus's second tour in afghanistan and he longed to be home.

in quiet moments he looked at pictures of a pretty girl who he wanted to marry. but would they be able to pick up whether they left off? after all he went through, louis knew returning home would not with easy. >> surprise! >> how's it going? >> reporter: in november, 2010, five months after we met him, he was honorably discharged and back in akron. >> glasses up. >> this is for lou loftus. >> his family was happy to have him home safe and no one was happier than deirdre. >> when he was five feet from the line i ran into his arms and felt like i won the lottery. >> while he appreciated the party, he seemed overwhelmed. >> i was nervous. i legs were shaking. >> why were you so nervous and

uncomfortable? >> i don't know. i wasn't ready to see all those people and i walked in and everyone yelled surprise it rattled my nerves. >> reporter: as soon as louis got back to the u.s. there were warning signs that the emotional struggle we witnessed in afghanistan followed him home. as he unbacked into deirdre's apartment he was still anxious. experiencing fits of crying and wracked by nightmares. >> any time he fell asleep he would be sweating. literally dripped in sweat. i would feel it from the sheets next to me. >> reporter: louis insisted his symptoms were manageable. >> i don't think it's affecting me -- my life. it's a day-to-day thing, you know. >> reporter: but over the winter just a few months after he returned home, things changed. he began drinking more. depression set in and he gained weight. >> it's hard to open yourself up. i've become distant from my

family, friends. i can't reality with people. >> do you miss afghanistan? >> yeah, i would say i do. i would go back. >> why would you go back? you were happy when you left. >> just because to help the guys and try to do a little more good. >> reporter: like so many soldiers he missed the camaraderie. >> you know, have a team helping you when you come home. that makes the military special. everyone's together. and your friends won't let you slip. >> reporter: after struggling to cope with anxiety and his sleep disorder louis sought treatment at the va. he was prescribed medication and began therapy for post-traumatic stress. but he avoided his emotions and rage began to surface. >> what got me was how on edge he was all the time. we would be talking and in a disagreement not even in an argument or raising our voices

and i would say something and he would just flip. >> reporter: by the end of april 2011 five months after returning home, his relationship with deirdre fell apart and he moved out. then deirdre found out she was pregnant. the two tried to reconcile but nearly four months into the pregnancy, they got into a fight in the car and it turned violent. >> he was telling me that you know, i killed people in afghanistan worth more than you. >> she goes i looked it up. you have ptsd. you are not allowed to have unsupervised visits with your son. >> when i made that comment his face was red and his eyes were bulging out of his adehead and i knew this is it. >> i grabbed her and pulled her out of the vehicle. >> my ear was ripped and there was blood on my neck and my hair was out -- obviously out of order. and you know, i had cuts on both my feet and knees.

>> did you think you had done something wrong? >> yes, i did. i hope i didn't scare her so bad. >> but the damagwas done. in december, 2011, a year after his homecoming, he was in court, charged with a domestic violence felony. to make matters worse he was also charged with resisting arrest because several days after the incident with deirdre he got drunk, beat up his father and fought with a police officer. >> i am sorry for what i did. >> now more than eight months pregnant, deirdre came to the court to testify. though still angry she wanted to clarify for the judge that louis had never done anything like this before. >> i know he has receive -- i can never put myself in his position but i want to him to know what he did is not okay. >> reporter: the judge sense sentenced louis to three years probation and a stint in a halfway house where the

instruction he is not to be in contact with deirdre. >> why is this happening? >> i don't think i've, you know, dealt with -- you know, dealt with it. i hear that the harder -- the more you keep it in, eventually it's going to find a way out. it's finally starting to come out. >> what's "it"? >> all the friends who got killed over there. >> that's what's coming out? >> i think so. i think it's something to do -- building up from that. and you know -- >> you knew coming back home would be tough. >> yeah. >> has it been harder than even you expected? >> definitely. i never expected it be that hard. i used to make fun of people with post-traumatic stress. i would think what a sissy. what a sissy. but now i realize that it's a real thing. >> reporter: louis got a chance to make things right just a

month after his sentencing, he and deirdre almosted mason lopez loftus into the world. deirdre had the restraining order lifted so that he could attend the birth. >> i'm going to try my hardest to be a good dad. >> reporter: louis has found things to anchor him with unemployment well above the national average he started his own company, lj small mason jobs with his uncle. and his son has been a constant comfort. the relationship with deirdre has been rocky, to say the least. but they are back together and trying to make it work. >> it's just how much he strug told get to where he is now. and so many things he has overcome it's just like -- with a little bit more effort from my part and his this is going to be awesome.

>> reporter: in june, more than a year and a half after returning home from afghanistan, louis finished his 90-day stint at the halfway house. he joined a ptsd support group at the va and he is focused on his family. >> if i'm stressed out from work or someone got me upset it's like where is mason at? i got to pick him up. i have stability again. >> reporter: but managing his ptsd is a day-to-day struggle and his tears are still close to the surface. >> in the back of my mind it's like -- what's wrong with you? nothing's wrong. you're fine. you are still there. you got both legs. whatever -- you're going to air that but it sucks. >> reporter: it's clear the nation's longest war will always be with him. >> you once said that serving in afghanistan was the proudest moment of your life. now you've had trouble coming back from afghanistan. has that changed the way you think about the war and your

time there? >> absolutely not. we sacrificed in the battlefield and when we get home handling the stress and the emotions that come along with that. i feel it will get better. maybe not a year, maybe not two, three, four, five years. but the way i handle it will be better. >> a beautiful little boy and an incredible piece of reporting from richard engel. our thanks to him and to sergeant loftus and to his family for taking part and for their sacrifice. we're back with more right after this. plus you can use four times less versus the leading value brand. don't worry, there's plenty left for you dad. we all go. why not enjoy the go with charmin ultra soft?

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we're back. time now with our look -- time now for our look at what the web up this week including a few

but the job of moderator is thankless and easiest to criticize from the cheap seats. speaking of the view from the cheap seats this year's form-fitting nfl uniforms are not popular with all the players. you can just about tell a player's religion in these things. it's a spandex festival of butt cracks and love handles and the linemen who do not work as hard on their appearance have

complained that the uniforms are not slimming. the 50th anniversary of the first beatles single "love me do" made them the pride of the uk. the flip side was "ps i love you" and we come to what was billed as the scientific and audio marvel of its day. the cd just turned 30 years old and makes a nice coaster. the iphone 5 is two weeks old meaning a redesign can't be far away. >> bond, james bond. >> and it's been 50 years of james bond. earlier tonight at 7:07 p.m., adele released her new theme song for the new bond movie.

♪ >> and daniel craig will be your host this weekend on snl which means he is somewhere in our building. also this week a study out of the university of london contains evidence that a fast food diet can lead to lower iqs in children and said many things that many of us were able to understand. the cool video of the week shows what happens when you fire a glock under a water but only if a manatee drew his weapon first in a threatening manner. a woman in florida learned the hard way what common sense should have dictated you cannot ride the gentle giants of the sea. it's wrong and illegal. she can face up to 60 days in the slammer. the folks at buzz feed have posted a collection of animals seeing themselves in the mirror videos. it's great viewing spread out

over a couple of days. dogs muss their hair and bedroom mirrors and cats try to look so hard. and there was something exceptional embedded inside entertainment weekly, a small video screen. technology absolutely unheard of a short time ago. in our nation that has so far been unable to build a high speed rail network where there is no guarantee your airline seat will be attached to the floor, at least now we can follow the twitter feed of the cw network while reading a magazine, proof that we're a great country after all. what will they think of next if not a high speed rail system or permanent aircraft seating. as we wrap up our broadcast for another week it is that time again thanks to the miracle of tv we look at tomorrow on today.

>> thanks and coming up friday on today, mitt romney looks to build on his debate momentum as the jobs report is released. and the guy who pulled a prank on customers waiting for the new iphone when we see you friday on today. >> there is ha iphone again. that is our broadcast this week. next week while we will be on the air it will be for the live coverage of the vice presidential debate and "rock center" will return the following week. for all the good folks who worked so hard to bring you tonight's broadcast, good night from new york. your late local news begins now.